Dairy Milk Chocolate

fair combination of milk cocoa and white chocolate. Giving consumers anexciting reason to keep coming back into the playfulness filled world of Cadbury. Our Journey Cadbury Dairy Milk has been the market leader in the chocolate kinsperson for years. Andhas dampicipated and been a part of every Indians moments of happiness, joy andcelebration. Today, Cadbury Dairy Milk alone holds 30% value partake in of the Indianchocolate market. In the earlier 90s, chocolates were seen as meant for frys, usu all in ally a re fightd or a bribe forchildren.In the middle 90s the family unit was re-defined by the very popular Real Taste ofLife campaign, shifting the focus from just for kids to the kid in all of us. It appealedto the child in every adult. And Cadbury Dairy Milk became the perfect expression ofspontaneity and sh atomic number 18 good feelings. The Real Taste of Life campaign had many memorable executions, which people stillfondly remember. However, the one with the girl terps ichore on the cricket field hasremained etched in everyones memory, as the most spontaneous un-inhibitedexpression of happiness.This campaign went on to be awarded The Campaign of the Century, in India at theAbby (Ad Club, Mumbai) awards. In the late 90s, to further expand the category, the focus shifted towards wideningchocolate expending amongst the masses, through the Khanewalon Ko Khane Ka37 Bahana Chahiye campaign. This campaign built social acceptance for chocolateconsumption amongst adults, by showcasing collective and shared moments. to a greater extent re cen durationly, the Kuch Meetha Ho Jaaye campaign associated Cadbury Dairy Milkwith celebratory occasions and the phrase Pappu Pass Ho Gaya became part of streetlanguage.It has been adopted by consumers and today is used extensively to express joyin a moment of achievement / success. The synergetic campaign for Pappu Pass Ho Gaya bagged a Bronze Lion at theprestigious Cannes Advertising feast 2006 for Best use of inter net and new media. The idea involved a tie-up with Reliance India meandering(a) service and allowed students tocheck their exam results using their mobile service and encouraged those who passedtheir examinations to celebrate with Cadbury Dairy Milk.The Pappu Pass Ho Gaya campaign also went on to win Silver for The Best IntegratedMarketing Campaign and Gold in the Consumer Products category at the EFFIES 2006(global benchmark for effective advertising campaigns) awards. During the 1st World War, Cadbury Dairy Milk supported the war effort. Over 2,000male employees joined the armed forces and Cadbury sent books, warm clothes andchocolates to the front. 38 Cadburys big Bytes Kuch meetha ho jaye uggests Cadbury India, its marque ambassador Amitabh Bachchansmiling down the hoardings lined along Mumbais Marine Drive right down to thecompanys corporate school principal office at Mahalakshmi. While the chocolate major is waitingfor Diwali to see a turnaround in its lay offter after th e worms controversy, at the momentits all about driving growth for the category, which has seen a celestial latitude since the firstquarter of this year. Being the market leader in chocolates with a 70 per cent share, the company hasattempted to stretch the boundaries at bottom chocolate confectionery.It has also beenadventurous in unleashing a brand new category within chocolate early this year. Introducing the concept of sweet snacking, it launched Cadbury Bytes in the south withthe positioning Snacking ka meetha funda. The product is a crunchy wafer pillow with achoco-cream centre and is be rolled out nationally. 39 Explaining the need to introduce this new category, Bharat Puri, Managing Director,Cadbury India, says, While we were sure of our core competencies, at that place was need forinnovation to deliver double-digit growth.What we found was that we were nether-represented in the area of snacking on the go and that at that place was a need for a light crunchysnack. Wh ile entry into salted snacks was ruled out, sweet snacks were the obviouschoice, and Bytes is unique to the chocolate majors Indian portfolio. Getting the right product and packaging was a challenge for the company. It has sub-contracted the product to get the volumes and is gathered for a national launch.Adds Puri,After all this was the first category anywhere in the world that Cadbury was entrance andwe did not have the expertise. So the best way was to test-market the product and todaywe find that it has already bagged five per cent of the chocolate market. The company has no apprehensions of cannibalization of its chocolate brands. It believesthat while its chocolates are more of indulgence products, Bytes is about snacking whenone is thirsty(p) and can be treated as a snack in between meals.The aim of this offer is to prize the marketing strategy of Cadburys Dairy Milk. To do this, I will need to gather study about the product I will ask a questionnaire which is a primary research method. because I will also gain some secondary research, this will be achieved by probing the internet for information and from a product information letter from Cadbury. I will investigate all aspects of Dairy milks marketing mix, these include product, price, promotion and place.After I have investigated these aspects I will analyse and evaluate my results from the Primary research. History of Dairy Milk and Cadbury Cadburys started as a one-man business, opened in 1824 by a Quaker, John Cadbury, in Bull Street Birmingham, was to be the foundation of Cadbury Limited, now one of the worlds largest chocolate producers. By 1831 the business had changed from a grocery shop and John Cadbury had become a manufacturer of inebriation chocolate and cocoa, the start of the Cadbury manufacturing business as it is known today.Dairy Milk is a brand of chocolate bar made by Cadburys popular in the United Kingdom and around the world. It was introduced in 1905. There are a number o f varieties including Fruit Nut and Whole Nut. And Fruit variety was available for a short time but was discontinued. In 2003 Cadburys made Dairy Milk into superbrand, bringing a number of different products under the Dairy Milk branding. For example Wispa bars were phased out and replaced by Dairy Milk with bubbles. As of 2004, there are ten varieties of Dairy Milk produced in the UK